What does it mean to have a “green” department or “green” flooring company? Where is the green boom that we have been waiting for?

I’m going to start about 20 years ago with the dot-com boom. It was a classic case of the promise outrunning the process. We all knew that it was going to be the wave of the future but how could we get from the present to the future quickly, and how could it be translated into revenues? The answer with the dot-com was that it had to develop naturally.

A lot of money exchanged hands on the promise and a lot of money was lost on the process. The industry needed time to evolve. The same is true about sustainable flooring.

I have been in the flooring business for nearly 20 years and I’ve seen the ups and downs of the industry and how they have impacted local retailers.

About seven years ago, I started to focus on sustainable flooring. I tried to soak up as much knowledge as possible. I knew that this was the wave of the future and I wanted to be a front-runner in order to make money, and hopefully survive the crash.

I’ve exhibited at numerous Earth Day events; founded an environmental business networking group (EcoNet); and, sought out the environmental leaders in the Washington metro area. I became a sponge for information, earning my LEED Green Associate accreditation.

Exhibiting in Green trade shows, events and festivals are much different than the average home show. Man these properly, choose the most knowledgeable salespeople on your staff.

Visitors at these events are well informed and up to date on your products. Be ready to explain manufacturing techniques, footprint, off gassing and recycling. I usually see three types of environmental consumers attending — ones that focus on indoor air quality; others that focus on sustainability/ recycling/ landfills; and, ones that focus on all of the above. Aeparate yourself from the next company by having good, up to date and correct information.

Display visuals such as raw bamboo and cork. Ask your local reps for these, they will almost always have them available. This makes it interesting for the kids and allows you time to explain your products. I operate on a “six second” rule. A visitor browsing should be able to know who you are and why you’re there in six seconds. Keep your signage direct, eco-friendly and to the point. Try to limit hand outs. If you have them, make sure the paper, etc., is eco-friendly.

A fair percentage of visitors that attend green trade shows are just looking for information, be ready to help (they can be future clients), but you are there for the immediate customers as well. You want to be the company that knows their products, uses best practices and has answered all of their questions. This will separate you from all other flooring exhibitors.

Just selling wool, bamboo or cork floors doesn’t make you a green business and it won’t have environmentally conscious customers beating down your doors. The real path to being a green company is more in the procedures, not the products. The environmental consumer today is much more knowledgeable than six years ago.

There won’t be a big boom in sustainable flooring sales. It will gain traction naturally and at its own pace. It is a process that has started and continues to evolve with manufacturers taking the necessary steps to be in the forefront with honors such as FCW’s GreenStep awards. There is no perfect path — every company chooses its own course of action.

Instead of an “eco boom,” sustainability will just be the way that things are done in the future. The retailers that adopt best practices will be the ones that are recognized. A good start is a zero-landfill policy; another is regional materials; and, always having good local community involvement.

Environmental practices will definitely generate leads and revenues. It takes patience, knowledge and commitment. Put into place more than just a section of the showroom labeled “Green Flooring”. Integrate and keep up with best practices, let people know what you are doing, and your company will be recognized.

Social media has become a valuable tool; use it to tell how you are caring for the environment, and local organizations. That’s where your leads and revenue will stem from. As the market for sustainable products continues to rise, so will your company.

Get involved with a local GreenDrinks chapter, seek out EcoBroker firms and participate in local organizations. The business will come when you make green a lifestyle, then a livelihood.
____________________________________